advanced persistent opportunities building brand systems in digital
TRANSCRIPT
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Building digital brandsystems
Media Future, DublinAntony MayfieldMay 2012
@amayfield | @brilliantnoise
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One of my favourite things:ThinkingBiases
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Biases are filters, models, congnitive shortcuts...
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If we were affecting geekiness we’d say brain hacks or something
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For instance: Optimists &Pessimists
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You wouldn’t want an optimist as your divorce lawyer...
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You wouldn’t want a pessimist writing your campaign speech...
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In the right context, optimism and pessimism are useful professional filters...
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Anyway...
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I made the mistake of submitting an over-literal presentation title for today...
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Building Digital BrandSystems
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Or as you may have heard that...
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Building Brand
Blah Blah Blah
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So to avoid Charlie Brown’s teacher syndrome...
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...I’m going to play on your narrative bias (humans love stories) ...
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Hold on to your metaphorical hats - here comes...
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Anectdotes and
allegories
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I met these nice people from the security industry the other day
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They tend are professional pessimists
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Threat horizonsInternal threatsRisk reportsThreat assessments The threat of threats
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It was interesting to see the world through their eyes for a bit
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And one concept they had stuck in my mind...
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Let’s talk about AdvancedPersistent Threats
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dunhdunhDERRR!!
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APT: Organised crime
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APT:Hacktivists
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APT:Governments
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What is anAdvanced PersistentThreat?
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Advanced
“...operators behind the threat utilize the full spectrum of computer intrusion technologies and techniques. While individual components of the attack may not be classed as particularly “advanced” (e.g. malware components generated from commonly available DIY construction kits, or the use of easily procured exploit materials), their operators can typically access and develop more advanced tools as required. They combine multiple attack methodologies and tools in order to reach and compromise their target.”
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Persistent
“operators give priority to a specific task, rather than opportunistically seeking immediate financial gain. This distinction implies that the attackers are guided by external
entities. The attack is conducted through continuous monitoring and interaction in order to achieve the defined objectives. It does not mean a barrage of constant attacks and malware updates. In
fact, a “low-and-slow” approach is usually more successful.”
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Threat
“a level of coordinated human involvement in the attack, rather than a mindless and automated piece of code. The criminal operators have a specific objective and are skilled, motivated, organized and well funded.”
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What’s an optimist to do with that?
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Look on the bright side...
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Advanced Persistent Opportunity
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That’s exactly what we need to be doing in digital
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We build for campaignswhen we need to build for opportunity
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We talk aboutdigital brand legacy
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Why?
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Digital is causing amarket correction
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A funnel thinghappened...
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Customer experiencemodels
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The correction starts at 20%
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What is anAdvanced PersistentOpportunity?
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AdvancedSystems
Tools
Dedicated, specialised talent
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Persistent
Continuous activity
Self-reliant
Low & slow
Persistence is a goal
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OpportunityFocused
Clear goals
Values and value are clear
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StarbucksDellBurberry Red Bull Coca-Cola Bank of America Marks & Spencer
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APO: Red Bull
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APO: Marks & Spencer
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APO: O2
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APO or APT?The Big Switch
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US Navy
image (cc) Wikipedia
Speech briansolis.com
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Assemblages
More in a post at antonymayfield.com
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Nokia’s Advanced Persistent Opportunity
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StoriesNumbers Conversations
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1. Consider the social opportunity in everything we do
2. Engage in better conversations with more consumers
3. Deliver personal experiences, be authentic, and earn trust
4. Sharing is more important than control
5. Define clear objectives from the outset
6. Invest and commit to social presences
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Connectingwith consumers
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Ta-dah!
Further Reading and notes at:
@amayfieldbrilliantnoise.com